CRM CASE STUDY
A CRM for Retail for the Luxury Fashion Industry
FARFETCH saves 42,084 hours per year using monday.com Work OS
Meet FARFETCH
FARFETCH Limited is a premier global retail platform specializing in luxury fashion. Originally launched as an e-commerce site for luxury boutiques, FARFETCH has evolved into a comprehensive marketplace. It now connects over 1,400 top brands, boutiques, and department stores with customers in more than 190 countries.
The Challenge
FARFETCH manages extensive global marketing campaigns involving numerous teams. One of the most cross-functional teams, Marketing Planning, coordinates 400 individuals from 40 different departments. This team handles brand activations, partnerships, customer experiences, and various promotional activities, requiring support from all corners of the organization.
Tati Yanchologo, Global Senior Planning Manager for Brand and Marketing, and Emma Stevens, Global Planning Manager, oversee these complex campaigns. Despite their efforts, the team struggled with outdated tools, resulting in siloed processes and difficulties in tracking, communication, and reporting.
“We relied on numerous Google Docs and Sheets, leading to hours spent chasing updates and last-minute changes,” explains Emma. “Our manual calendar setup was time-consuming and inefficient,” adds Tomás Lagoá Iglésias, CRM Marketing Executive.
The Marketing Planning team sought a robust platform that could unify their tools and enhance efficiency. After extensive research, they selected monday.com.
The Solution
FARFETCH’s adoption of monday.com marked a shift from previous challenges with software rollouts. Historically, new tools were adopted without proper training or structured rollouts, leading to disengagement. Tati and Emma addressed this by implementing a structured rollout plan for monday.com, including:
- A custom rollout plan for orderly implementation
- A base structure to demonstrate potential workflows on the platform
- Ongoing support through internal and external resources
“The true test of success was whether even the least tech-savvy teams adopted monday.com, and they did,” says Tati.
Improving Cross-Company Visibility
With monday.com, FARFETCH was able to consolidate their workflows into one platform and reevaluate outdated processes. Their first major project was to streamline their master content calendar, which integrates key dates and milestones across the organization.
“Starting with the content calendar allowed us to tackle our most complex task first,” explains Tati. Together with the monday.com customer success team, they designed a calendar that integrates dependencies, automations, and team workflows, enhancing collaboration across diverse departments.
“The content calendar connects different teams like commercial, fashion, and editorial, fostering better collaboration,” Tati Yanchologo – Global Senior Planning Manager for Brand and Marketing, FARFETCH
Streamlined Content Production
FARFETCH’s Marketing Planning team created a content production board linked to the master calendar. This setup ensures that any changes to the calendar are automatically updated in the production board, with notifications sent to relevant teams.
“The integration between the content calendar and production board has improved efficiency and communication,” Emma says.
Enhancing CRM Operations
The CRM team at FARFETCH uses monday.com to manage email and mobile push notifications, aiming to boost subscriber retention for their loyalty program and general subscribers.
“Our monday.com board centralizes our email and push content, streamlining communication and management,” says Tomás. Features include:
- Timeline view: Visualizes all campaigns on both channels
- Status columns: Categorizes emails and notifications by group and audience
- Automations: Simplifies item creation and stakeholder notifications
- Mirroring columns: Ensures updates are reflected across boards
Tomás also integrated monday.com with Slack, automating quality assurance notifications to a dedicated channel.
“This quality assurance process has been transformative, offering greater reliability and fewer errors,” Tomás adds.
Continuous Optimization
The Marketing Planning team continually reassesses and refines their processes on monday.com, exploring new integrations, workflows, and team additions.
“We are revisiting our most complex processes and planning to introduce more sophisticated solutions to enhance our success,” Tati Yanchologo – Global Senior Planning Manager for Brand and Marketing, FARFETCH
FARFETCH’s adoption of monday.com has significantly transformed their marketing operations, saving 42,084 hours annually. By consolidating their workflows, enhancing cross-departmental collaboration, and streamlining content production and CRM activities, FARFETCH has achieved unprecedented efficiency. Their structured rollout and continuous optimization of monday.com underscore their commitment to leveraging technology for operational excellence. As they continue to refine their processes, FARFETCH exemplifies how strategic use of a comprehensive platform can drive substantial business improvements.